When the ‘Netflix effect’ hits movie theaters, will we watch them in a single sitting?
Movie theaters are the next logical choice for consumers, according to a new study.
According to the study, which analyzed the average viewing time and average movie ticket prices of major Hollywood releases, movie theaters were the cheapest option for watching movies in just one sitting.
And for those who prefer a single-sitting experience, the best option is to check out the theaters in person, the study said.
But the study also revealed that movie theater attendance is not as much about the viewing experience as it is about the ticket price.
“There’s a real disconnect between the two,” said study author Jason Miller, a senior researcher at the Annenberg Public Policy Center at the University of Pennsylvania.
“The ticket price doesn’t necessarily determine the experience.
If you can’t get into the theater and enjoy it, that’s probably a problem.”
Miller also noted that theaters tend to charge higher ticket prices than movies because they want to increase ticket revenue.
“If you’re paying $10 to watch a movie, you probably don’t want to pay more than $5 to see a movie.
So you can make your case to your friends and family that this is a great experience,” he said.
“So the ticket is the only thing that’s going to be going to the theater.”
Miller said theaters tend not to offer as much variety as some of their movie rivals, like Netflix.
“They have to cater to their fans, so they tend to be a little bit less diverse,” Miller said.
Miller’s study is the latest to suggest that movie theaters may not be the best choice for the average moviegoing public.
The U.S. Census Bureau recently estimated that movie attendance at movie theaters fell by 7.3% between 2011 and 2016.
Miller said that the decline could be partially attributed to lower ticket prices.
“For people who want to go to the movies, the ticket prices are not the reason they want or need to go,” he told The Associated Press.
Miller noted that theater attendance may be lower because theaters are often less crowded.
“Some theaters are more crowded than others, but generally they’re more crowded,” he added.
Miller and his co-author, Michael Pecher, also noted in their study that the most common reason for theater attendance decline is the rise in the cost of attending movies.
That said, Miller believes that movie ticket pricing can be a valuable tool for moviegoing.
“I think moviegoers can benefit from being able to choose what they want when they go to theaters,” he explained.
“It can be pretty helpful to them if they know they’re getting the best deal.”
The AP contacted several theaters in the U.K. and New Zealand for comment.
Both of those theaters said they didn’t have a response to Miller’s research.
Miller also found that moviegoing attendance was higher in the states where theaters are less crowded, like New Jersey and Rhode Island.
But he also found more moviegoing in the more populous states like New York and Los Angeles, which tend to have less competition.